| Title | Beyond Sustainable Marketing: A Conceptual Framework on Symbiotic Sustainable Marketing in Business Ecosystem |
|---|---|
| ID_Doc | 34191 |
| Authors | Ozgul, LO; Ferretti, M |
| Title | Beyond Sustainable Marketing: A Conceptual Framework on Symbiotic Sustainable Marketing in Business Ecosystem |
| Year | 2022 |
| Published | |
| Abstract | Concern for unsustainable development has reached its peak, and it is vital to promote and design sustainable production and consumption. Although there are many studies in different fields and many concepts such as sustainable supply chain, symbiotic industry, symbiotic marketing, and sustainable marketing concepts in literature, there is no holistic concept that will cover all of them. They usually have a narrow focus on industrial activity or only marketing strategy. Therefore, we propose the concept/model of Symbiotic Sustainable Marketing, which we believe can protect environmental, business, and consumer interests and needs. In the sense of sustainable marketing, we observed that most sub-concepts priority to either the environment or the business. These practices, which can sometimes be called green, eco-friendly, or environmentally conscious, can reflect on the consumer at an extra cost and may challenge the implementation of sustainable marketing strategies. This study provides an overview and examines the environmental and organizational developments that have contributed to the widespread acceptance of symbiotic sustainable marketing as a way of doing business. We reviewed essential articles in the literature by Scopus and Wos database. We proposed a new concept of sustainable marketing strategy that will be examined within a symbiotic relationship by the framework of a win-win for each side for the planet, profit, and people. In this vein, we compiled all related studies and a strategy and model presented to contribute to the sustainable marketing paradigm and guide entrepreneurs and business practitioners. Accordingly, all studies on Scopus and Web of Science that reviewed, strengths and weaknesses are pointed out, and a new conceptual model is presented that could be helpful for sustainable marketing. |
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